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Helping the next generation
ISPO have realised that it is not just the buyers of today which you need to please but the new generation. The head of ISPO said, “The new generation is the future of the sports industry. The task is to take children’s requirements more seriously and to present more products suitable for children.”
Today there are more children obese than ever. Approximately 20% of school children in Europe are obese. This proves that more people need to be more proactive about children’s exercise. The sports goods industry has a great opportunity in helping promote sport for the next generation. If children have the opportunity to enjoy sport they are more likely to continue an active sport later in life. Retailers are now focusing on families which all have different requirements to be taken account of.
The younger generation need to be focused on and many sporting manufacturers are heading towards supplying products designed for the younger generation. Many brands are taking notice of the younger person requirements and are developing products with smaller ergonomic specs. Markus Hefter thinks that the sports industry need to get more involved with when there are times of crisis. There are huge amounts of adolescents spending their free time playing video games or watching tv instead of playing sports.
Sporting manufacturers need to take more notice of the younger generation if they want to succeed in twenty years time.
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